Vodafone Roamate
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Transcript of Vodafone Roamate
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Annamaria Zollet (@annamariazollet) & Matei Curtasu (@mtcrts)Miami Ad School Europe, June-2011
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The Challenge
Gain new customers & make them loyal to the brand
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Highly Competitive Market
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Low Low Extra-Low Offers
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Market Overview
Price-orientedVery competitive
User-driven
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Our Consumers
STRAYCATS!
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The Problem
Vodafone is a “premium” carrier &can’t compete over prices.
It needs another strategy to winnew customers
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More Research
We spotted an interesting target group...
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FOREIGNSTUDENTS
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Why?
Heavy Users (3000+ texts/month)
New carrier in new country anyway (each is different!)
Contract for minimum 2 years
Student abroad experience is tough
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Why?
Vodafone has aworldwide advantage
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Global Brand Possibility
Turn prepaid into a phone plan
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Our Strategy
Win over expat students &turn them into loyal customers
in their country of origin
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Our Mission
Make Vodafoneyour first friend abroad
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Global to Local
Foreign students in Germany 189,450 (2009)
China, Bulgaria, Poland, other E.U.
6-month Erasmus Courses
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Introducing...
“Home is where you are”
ROAMATE
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Welcome Package
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Distribution
Vending Machines inuniversities, canteens,
airports & Vodafone shops
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Welcome Package Goodies
SIM card
Moleskine Ltd. Ed. City Guide
Interactive Map
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Key item
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Roamate.app
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Connect New Friends
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Read the Map / Selective Parties
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Explore the City / Discounts
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Most important feature - Memory Tracker
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MemoryLine Website
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After 6 months...
Contract Extension to your home country
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MemoryLine Book Version
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Summary
Instead of fighting for the lowest price, Vodafone creates a new experience
that makes a difference, creates meaningand builds a relationship with its audience
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Vision
After Germany, it will be launched in every country where Vodafone operates
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Thanks
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